Riley, co-founder of Live Forever Golf, reflects on the brand’s inception driven by friendship, creativity, and a passion for golf.
In an inspiring tale of ambition and creativity, Riley, co-founder of the golf apparel company Live Forever Golf, has navigated the journey from a dream of playing on the PGA Tour to establishing a thriving brand entirely driven by friendship and innovation. After spending 13 years in the print and graphics industry, where he honed his skills in marketing and management, Riley and his team launched Live Forever Golf in 2020, based out of a garage in northeast Florida.
The inception of Live Forever Golf can be traced back to a moment during the AT&T Byron Nelson Tournament in May 2019 involving PGA Tour member Matt Every. After hitting an unfortunate tee shot, Every expressed his frustration by throwing his club in a dramatic fashion. This moment garnered social media attention and sparked an idea among Riley and his friends—Scott Toole and Lewis Price—leading them to envision a golf brand that embodies the emotional experiences of golfers and combines elements of music, sports, and nostalgia.
Riley described this idea as a transformative concept for golfers, explaining that “we wanted to build a disruptive golf brand that resonated with the millions of golfers, athletes and fans who experience raw emotions during competition.” Utilizing the pause enforced by the COVID-19 pandemic in early 2020, the co-founders decided to commit fully to their vision, marking the official launch of Live Forever Golf.
The company’s name pays homage to Every’s tattoo, inspired by the song “Live Forever” by the band Oasis, which served as a fitting title reflecting the brand’s ethos. With an audience in mind, Riley highlighted their target demographic by referencing an aerial view of hole 16 at the Waste Management Phoenix Open, stating, “we’re here for the golf, we’re here for the party, and we’re here for the moments that happen in-between.”
In terms of their business model, Live Forever Golf operates predominantly online, with approximately 90% of sales occurring through e-commerce. Riley aims to shift this balance slightly, targeting a 75-25 split favoring online sales by 2025. The company prides itself on the importance of customer service, which Riley refers to as the “heart and soul” of their operations. Live Forever Golf implements quick shipping processes and personal touches, such as including handwritten notes with orders, to enhance customer satisfaction.
As the brand grows, challenges have arisen. Riley pointed out that one of their most pressing issues is managing rapid growth while maintaining quality service and products. Despite these obstacles, the founders view the situation positively, calling it a “great problem to have” and expressing their gratitude for the opportunities that growth brings.
Looking forward, Live Forever Golf remains focused on creating apparel that resonates with its audience while staying true to its brand identity. Riley mentions that while consumer trends are monitored, it’s essential for the company to remain authentic. Their commitment to encouraging customer feedback has been pivotal in their creative process, with insights from customers being integrated into the very fabric of the company’s development.
Live Forever Golf’s journey exemplifies a blend of innovation, camaraderie, and a deep connection to the culture of golf, as they strive to redefine how golfers express themselves both on and off the course.
Source: Noah Wire Services
